Uncover the reason why the profits of Guangyu have increased more than 60 times in the past 500 years

[enterprise news of China Pharmaceutical network] as a company with a history of nearly 500 years, Guangyu has been widely seen by the public through product exposure, brand advertising and other ways The sales volume and profit have increased, but what secrets are hidden behind the increase of its annual profit by more than 60 times Based, he said, "in the future, each family will keep two pangolins, so that pangolins do not have to worry about extinction"; Speaking of the two child policy, he said, "research has found that in the past 30 years, human sperm activity has been reduced by half If it is reduced by half in another 30 years, then human reproduction will become a problem." - "the disappearance of human beings is not because of war, not because of the atomic bomb, but because human beings do not have reproductive capacity"; When it comes to the inheritance of traditional Chinese medicine, he said, "we will build a traditional Chinese medicine cultural town in Taigu, invite all the famous traditional Chinese medicine in the country, and form a characteristic cultural project." It's hard to judge whether this kind of golden sentence is the result of its temporary rise or long-term thinking, and it's also hard to draw a picture of the impression left by the hurried side Just like the reputation disclosed in the annual report that the net profit rose more than 60 times last year, it's hard to see through the real situation of the enterprise whose operating performance is like a roller coaster The younger audience behind the annual profit increase of more than 60 times may have seen the relevant exposure of guangyuyuan products in mango TV's hit TV show Let's love it last year In addition to the implantation of TV series, guangyuyuan made many actions in brand building last year, including CCTV advertising, news communication, self media communication, etc What's more, it also cooperates with pepper, douyu and other online live platforms to spread the advertisements to all aspects that the audience can receive What's the effect? According to guangyuyuan's annual report, during the reporting period, the revenue was 936 million yuan, an increase of 118.70% compared with 2015, and the net profit was 122 million yuan, an increase of 59.48 times compared with 2015, which is a big change in the net profit among 130 listed pharmaceutical companies in China The huge revenue and profits contributed to guangyuyuan are the TV series implant products mentioned above The annual report mentioned that "traditional Chinese medicine" represented by Guilingji, dingkundan and Angong Niuhuang Pill contributed 579 million revenue, an increase of 116.63% over the same period in 2015 For the reason of the sharp increase in revenue and net profit, Guangyu said that it benefited from the strong support for the development of the three business sectors of "traditional Chinese medicine + fine Chinese medicine + health wine", the rapid growth of terminal channels such as hospitals, OTC and commerce, and the further optimization of product structure, which effectively reduced the sales rate Surprisingly, the gross profit rates of these three sectors are terrifying, reaching 80.17%, 85.94% and 58.43% respectively Also because of such brilliant financial report, guangyuyuan also received the inquiry letter from the Shanghai Stock Exchange The inquiry letter contains 4 categories and 11 questions, focusing on the operation, financial information, production qualification, production and sales volume contradictions It is worth paying attention to the reason why guangyuyuan's revenue and net profit fluctuated greatly in the last year, with quarterly differences; the credit sales volume was large, so credit sales policies and settlement methods should be disclosed (it may be possible to squeeze goods from the terminal); the inventory had not been provided with falling price reserves, so it is necessary to publicize the impact of stock due; the advertising mode, payment method and accounting treatment rules adopted in terms of sales expenses In addition, it also includes "Guilingji (boutique) production decreased by 19%, sales increased by 110%, and inventory increased by 33%", so the production decreased and sales increased, but the inventory also increased at the same time As a company with a history of nearly 500 years (guangyuyuan can be traced back to the 20th year of Jiajing in Ming Dynasty, i.e 1541), guangyuyuan appeared in the public's field of vision through product exposure, brand advertising and other ways, and its sales volume and profits have increased, but it is not the old tree that has opened a new bud In order to destroy Chinese culture, first of all, TCM has heard that TCM should be regarded as a part of Chinese traditional culture in the mouth of several representative enterprises of TCM industry (Zhao Chao, President of step pharmaceutical, Guo Jiaxue, guangyuyuan, Zhang Zhongshan, hongjitang, etc.) we interviewed To spread TCM culture is to spread Chinese culture Guo Jiaxue, a famous scholar in guangyuyuan, said that "if you want to destroy Chinese culture, you should first destroy traditional Chinese medicine" He pointed out that some foreign organizations, such as the green foundation, attack the selfishness of traditional Chinese medicine and fight against the confidence of Chinese people in traditional culture, and the dissemination of Chinese culture, Chinese medicine culture is a very important part of it In terms of inheritance, traditional Chinese medicine has a history of thousands of years There are many stories about how to help the world with a pot, how to return to the spring with a wonderful hand, and how to diagnose diseases The idea of "the unity of man and nature", which is emphasized by traditional Chinese medicine, has also raised traditional Chinese medicine to a philosophical level However, in modern times, especially after the introduction of Western medicine, traditional Chinese medicine has been questioned and criticized as an "empirical discipline" The existence and development of traditional Chinese medicine has attracted more attention from the industry of traditional Chinese medicine than that of enterprises "No skin, no hair, no hair." Guo Jiaxue also described the relationship between the face-to-face of traditional Chinese medicine and the industry of traditional Chinese medicine in the presence of media "Traditional Chinese medicine is a subject that keeps pace with the times In ancient times, our traditional Chinese medicine mainly made silly big black thick honey pill and powder, but today we also made oral liquid, capsule and injection; Traditional Chinese medicine is not confined in a dark room It has been keeping pace with the times for thousands of years We should let this tradition continue and carry forward, and let the people have closer interaction and recognition with traditional Chinese medicine " For this reason, guangyuyuan is also making efforts to spread traditional Chinese medicine culture, including media communication, traditional Chinese medicine knowledge popularization, etc Guo Jiaxue introduced that Guangyu actively spread the knowledge of traditional Chinese medicine on the platform of gonghao, etc., and launched the special series of "entering traditional Chinese medicine" production to introduce the production process of traditional Chinese medicine to the outside world In addition, guangyuyuan will cooperate with the retail pharmacy alliance to transform from simple product sales to service "Establish strategic alliance with national retail pharmacies, change the past structure through deep strategic cooperation, change from a single product sales company to a company providing traditional Chinese medicine health solutions, and establish our own national medical library system and traditional Chinese medicine culture system, to solve the problem of (traditional Chinese Medicine Culture Communication)." There are many attempts to go global in traditional Chinese medicine "Our initial choice now is to establish a national medical center in several developed countries, such as the United States, Australia, the United States, the United Kingdom, etc., which not only disseminates traditional Chinese medicine culture, but also takes the export of Chinese culture as a strategic goal." Along with the spread of traditional Chinese medicine culture, Guo Jiaxue believes that traditional Chinese medicine should be younger and more fashionable to attract the attention of young people, so as to get a wider spread "Young people have the right to speak Traditional Chinese medicine has really become a way of life through a more popular way of communication." Therefore, guangyuyuan is also involved in cosmetics, personal care and other more young Chinese medicine products For example, whitening mask, women's care and so on, Guo pointed out that Dongsheng Group (Guang Yu Yuan controlling shareholder) will set up the national beauty cosmetics products Co., Ltd., responsible for the beauty makeup product line, and develop products through cooperation with external entrepreneurs Meanwhile, the reputation of the Internet plus has also been tried more widely than the previously launched health cloud service platform, "Xinglin No.1" The platform is mainly for Internet based "old Chinese medicine" and "Zhao Fang" Anchored is the interconnected "health cloud service" platform as the core, forming an online and offline entrance to traditional Chinese medicine service with the well-known national medicine hall and national medicine hall all over the country, providing innovative traditional Chinese medicine service In the eyes of the outside world, Guo Jiaxue's witty response is calm, and the person who understands the internal situation may be even more surprised by the ups and downs of his capital market for more than ten years Guo Jiaxue graduated from Shaanxi Ankang Normal University in 1985 and stayed in school to teach After two years of work, he quit his job and started his business by raising pigs, and bought state-owned pharmaceutical enterprises to enter the pharmaceutical industry By 2005, Dongsheng Group, which is controlled by guojiaxue, had reached 15 billion yuan, with famous brands such as Baijiahei and Gaitianli In the capital market, guojiaxue also "refers to where to fight" Since the early 1990s, guojiaxue has successively taken charge of Jiangsu Gaitianli, Qinghai pharmaceutical, Lizhu group and Hubei Qianjiang pharmaceutical through capital operation and lending In 2004, guojiaxue once competed with Huayuan, China Resources, Fosun and other cloud pharmaceutical groups for holding rights At that time, guojiaxue was less than 40 years old The rapid expansion makes Dongsheng Group fall into a tight capital chain With the bankruptcy of the guaranteed state-owned enterprises, Dongsheng Group's accounts are all sealed up After the loan expires, the bank breaks the loan, and Dongsheng Group's capital chain breaks There is another version of Guo Jiaxue's story about waiting to commit suicide Guo Jiaxue calculated the cost of making up for the improper operation and the consideration for the sale of the assets he held, so he decided to repay the loan in a "decisive" way List of assets that Guo Jiaxue has sold to the media: 1 billion 264 million for Baijiahei, 170 million for Lizhu group, 750 million for Yunyao , together with the cash flow from operations, by the end of 2012, Dongsheng Group had paid off all 3.8 billion loans and 800 million loans and interests guaranteed to state-owned enterprises, totaling 4.8 billion As a bystander, it is impossible to affirm the motive of paying off behavior, such as being forced by law, which is worthy of respect, such as being conscious of entrepreneurs, which is worthy of admiration Dongsheng Group became the owner of guangyuyuan in 2003 This traditional Chinese medicine brand, which has been passed down for hundreds of years, must have borne many expectations of Guo Jiaxue for the future in a difficult period Therefore, Guo said on various occasions that guangyuyuan should be well managed "one thing in the second half of his life" Time has changed, and the story of businessmen behind the enterprise is worth remembering The inheritance of Guo Jiaxue's culture of traditional Chinese medicine may be more worthy of attention.